Product Planning

Product Planning

Teaching materials to accompany: Product Design and Development

Chapter 3 Karl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.

Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000.

Chapter Table of Contents 1. Introduction2. Development Processes and Organizations3. Product Planning4. Identifying Customer Needs5. Product Specifications6. Concept Generation7. Concept Selection8. Concept Testing9. Product Architecture10. Industrial Design11. Design for Manufacturing12. Prototyping13. Product Development Economics14. Managing Projects

Product Development Process

The product planning phase precedes the product development process.

Xerox Lakes Project ExampleU

sed w

ith permissio

n

Newer models manufactured by Xerox Corporation. Used with permission

Newer models manufactured by Xerox Corporation. Used with permission

The Product Planning Process

A Product Plan

New Platforms

Fundamentally New

Derivatives

Improvements

Market Segment MapM

ark

et S

egm

ent

Technology S-Curves

Technology Roadmap Functional Elements Technologies

Photo-receptor

Scanner Layout

Toner Type

Output Modes

User Interface

Image Processin

g

Diagnostics

Platforms vs. Derivatives

Research and Technology Development

Platform Product

Development

Derivative Product

Development

Product-Process Change MatrixExtent of Production Process Changes

New Next Single Tuning and No Core Generation Department Incremental Process Process Process Upgrade Changes Change

Research and Technology Development

New Core

Product

Next Generation Product

Addition to Product

Family

Minor Product

Enhancement

No Product Change

Ext

ent o

f Pr

oduc

t C

hang

es

Aggregate Resource Planning

Lakes Project Mission StatementProduct Description • Networkable, digital machine with copy, print, fax, and scan functionsKey Business Goals • Support Xerox strategy of leadership in digital office equipment• Serve as platform for all future B&W digital products and solutions• Capture 50% of digital product sales in primary market• Environmentally friendly • First product introduction 4thQ 1997Primary Market• Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.) Secondary Markets • Quick-print market • Small ‘satellite’ operations Assumptions and Constraints• New product platform • Digital imaging technology • Compatible with CentreWare software • Input devices manufactured in Canada• Output devices manufactured in Brazil• Image processing engine manufactured in both USA and Europe Stakeholders• Purchasers and Users • Manufacturing Operations • Service Operations• Distributors and Resellers